TERRA CHIPS FLAVOUR GENERATOR by Wirz Werbung Zurich for Bischofszell Nahrungsnittel

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TERRA CHIPS FLAVOUR GENERATOR

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market Switzerland
Agency Wirz Werbung Zurich
Executive Creative Director Philipp Skrabal
Creative Director Markus Schärer
Copywriter Andres Osselmann, Andi Portmann, Winfried Schneider
Designer Tanja Jablanovic
Account Supervisor Isabelle Jubin
Released August 2011

Credits & Description

Category: Online Digital Design
Advertiser: BISCHOFSZELL NAHRUNGSMITTEL
Product/Service: FOOD PRODUCER
Agency: WIRZ/BBDO
Executive Creative Director: Philipp Skrabal (Wirz/BBDO)
Creative Director: Markus Schärer (Wirz/BBDO)
Art Director/Designer: Marco Zimmerli (Wirz/BBDO)
Copywriter: Andres Osselmann (Wirz/BBDO)
Copywriter: Winfried Schneider (Wirz/BBDO)
Copywriter: Andi Portmann (Wirz/BBDO)
Account Supervisor: Isabelle Jubin (Wirz/BBDO)
Account Manager: Amir Ferhatbegovic (Wirz/BBDO)
Account Manager: Andreas Bosshart (Wirz/BBDO)
Head Of Technology: Ralf Brändli (Wirz/BBDO)
Technology: Pascal Beyeler (Wirz/BBDO)
Technology: Adam Pullen (Wirz/BBDO)
Designer: Tanja Jablanovic (Wirz/BBDO)
Media placement: Print Ad 1/2 Page - Biggest Free Of Charge Newspaper "20Minuten" - 22.8.2011
Media placement: Online Banner - 3 Themes - Biggest Free Of Charge Newspaper "20Minuten" - 22.8.2011
Media placement: Social Media /usersposts/Fanpage - Facebook - 22.8.2011
Media placement: Print Public Relation - 20Minuten/Migros Magazin - 24.8.2011
Media placement: Online Banner 1 Theme - 20Minuten - 12.3.2012
Media placement: POS Degustation & Voting - 13 Biggest Migros Branches - November - December 2011

Describe the brief from the client
With varieties like 'Fondue', 'Apple', and other off-the-wall flavours, the TERRA Chips brand stands for fun experimentation with flavours. The aim of the campaign was to enable customers to experience the fun of creating flavours for themselves and to demonstrate visually the infinite possibilities for new flavours.

Describe the challenges and key objectives
We put together an online tool that enabled users to create their own TERRA Chips flavours. We made 100 different virtual ingredients available, which could be combined in amounts specified by visitors. All in all, there were over 18 billion possible combinations. The question as to how these different flavours could be demonstrated visually was central to the campaign. The tool had to be capable of transforming each composition automatically into a harmonious and above all unique flavour image, without any retouching from us.

Describe how you arrived at the final design
The website and the flavour images were designed primarily to encourage people to use the 'Flavour Generator'. We were attempting to present something as dry and boring as formulae for flavours in a way that was both emotional and appealing. The transformation of the flavours created into images was decisive for the involvement factor and dissemination of the campaign.

Give some indication of how successful the outcome was in the market
2 of the total of 12,650 flavours created were actually produced by TERRA Chips and sold in packets featuring the flavour image created by the tool. During the campaign, there were 13 times as many hits as in the entire previous year. Of these, over 30% were generated by Facebook shares. The campaign resulted in a 43% increase in sales and TERRA was allocated 15% more shelf space at stores.